A Milli(on) of Stock x 100
— accessing the full variety of 100 million licensed stock for video creation
— length & type
4 months
End-to-end Design
Cross-Platform
— role
Lead Product Designer
— team
1 Product Manager, 2 iOS Engineers, 2 Full Stack Engineers, 1 VP of Marketing, 1 BizDev Partner
— context + problem to solve
“I don’t have much time as I’m only one person. I can’t go out and hire a photographer with my budget so I need images that look professional and different to stand out on social.”
- Very small business user
Animoto offers a simple approach to video-making: drag and drop your assets into video blocks and it takes care of the rest. This model attracted very small business users who were looking to make professional-looking videos with limited knowledge, resources and budget.
However, the limited offering of stock set Animoto at a disadvantage as the clear option on the market for the target audience resulting in users abandoning the product due to the lack of variety in the media library.
How might we enable a high variety of media ready to access for video creation?
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As an Animoto user, I want easy access to a wide variety of quality content for my videos.
Introducing 100 million premium stock to the media library
— concept
We multiplied the volume of media offering by 100x allowing users to search through a more diverse, varied selection of stock in the web and mobile apps. This resulted in a total of 100,000,000 new images and videos provided by Getty. By amplifying and exposing a larger library of media, users can effectively make videos with richer content all within Animoto.
This feature was delivered as part of the packaging for a new subscription plan tier, Professional Plus (Pro+), targeted for small businesses yielding a clear value differentiation amongst Animoto plans. The project surpassed the small business user engagement goal of 20% by 34%. Among active Pro+ users, 39.1% added premium stock to their videos indicating this new set of stock held genuine value for users.
Demo Video
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— learnings + outcomes
After the first release, Professional plan users were frustrated because they were having a hard time finding the media they had already paid for. As a quick iteration, we introduced new navigation controls for intentional filtering based on subscription plans:
- Free users: filter by plan
- Pro users: filter by availability
The launch of Pro+ plan and its curated packaging of new features, such as premium stock, yielded a 193% y/y revenue increase, over $205K within 5 months of launch, surpassing the revenue goal by 20%.
— Given the nature of this project, further insights, research sources and design process can only be revealed in an interview setting.
